Changes in store Co-op rolls out new designs

A NEW store design program la,unveiled bv Do it Best addresses the shopping preferences of today's consumers, while allowing the co-op's 4.100 member-stores to choose the format that suits their needs.

"The Signature Store Design Program delivers on the consumer's increased demand for style and convenience and offers members the opportunity to highlight their local brand, product expertise. and service reputation," explained Bill Zielke, v.p.-marketing & international development.

Members who attended Do it Best's spring market were able to experience the prototype designs firsthand when they toured Sullivan

Hardrvare & Garden. a member-branded store in Indianapolis, In. The redesigned store re-opened last fall and has been twice as busy ever since.

"We tend to think our customers don't like change, but everyone likes something nerv and exciting-especially if it's also better." said Pat Sullivan. rvho has been a DIB member since 1970 and orvns three stores in Indianapolis. With DIB's headquarters just dorvn the road in Fort Wayne.

Sullivan's store was the perfect place to test the nerv design concepts.

Intended for both nerv construction and retrofits, the program rvas developed rvith the help of Design Forum. a firm that specializes in retail design.

Improvements include updated graphics. maximum-impact displays. and an improved layout that provides a more accessible and focused shoppin-e environment.

The program also allorvs memberstores to capitalize on changin_e demographics. such as the grorving numbers of rvomen shopping the home improvement and hardrvare categories.

Depending on their needs. memberretailers can choose betrveen three formats that support different branding strategies:

. Do it Center (fully-branded stores rvith a level of consistency across all locations)

Do it Best (co-branded stores that offer more flexibility for the member)

. Member-branded stores (that mainly trade on the equity of the individual member's name and offer maximum flexibility)

Colors. materials. fixtures and other details can vary across the three formats. but the end result is the same: a more visually-integrated and updated store environment that allorvs for more dynamic merchandise presentations. improved communications. and better traffic florv.

"lt's not a cookie-cutter desi-en." said Zielke. "We developed the nerv store design program as a flexible kit of parts that can be adapted to specific member needs. accommodatin-e different store layouts and specific marketplaces."

The nerv exteriors have a less busy. more inviting look. "We focused attention on the entry and provided an opportunity to highlight local expertise." said Brian Kimball. manager of store design. "The new pro-qram strategically balances the Do it Best brand rvith the member brand."

Framed in rvood. a graphic band across the front of the store is clcsigrrcrl to Itoltl or cr-sizcrl "insltilatitlnill" Photos thirt cun Irc chlngccl sclsonlr llt' lllou ing nrcrnbcls to cost c{l'cclivcly chlrngc the look o1' thcil slolcs thrrrLrshor.rt the r ear'. An optional two story.qlass cntrl to\\'er brirrgs irr nrolc lighl ancl can be usecl ls u slton clrsc u'inclrtrv to hi.uhlight nrclc hand i sc. l)r'trrrturlizlrlir)lr ll lll\' int.'r'irtl riur a fuvrlritc ri ith tlrc rncnrbcrs n Ito tourcrl Sullilun'\ sl()r'c. llurrncrs * ith black lnrl rr'ltitc Plrotolllphr illLrstrate lltc orvttcr's ltistorr lrtrl inr olr cntent in thc conrrlunitr'. Thc thcntc is reinlirr-ccrl via in stolc nrcssugcs that pro nl()l\' lr)!itl L'\t'nl\ lln(l .llrt'ilie:.

Insiclc. an irtrprovcd layout pro r itlcs opcn sic.htlines ancl a clcur'. cusl' t()-tl aYel l)ath thfouglrout tlrc storc. "Wc- nraclc the stofc nror'c intuitilc antl cirsiL-r to rtar igatc. ri hich allorlcrl lirr the strategic cou\oli(lirtion ol' scrvicc ilfcas.' sriid Kirlblll. Aislc ulrrkcrs hitvc also bccn inrplor ccl. t ith lroth nttmbcrs lurrl protlLre t e utcgolics clcal' ll nrarkcrl.

Thc porrcr uislc is rtou 8 lt. n itlc artcl hus u clcuncr'. lcss clLrttcrcrl look tlrat inrplovcs trall'ic Ilos thnrLrghout thc stolc. -'Nori. it tlrurr s cLlstollcrs througlr thc stor-c." sairl SLrlliran. "llclilrc, rluc to Iuck ol'spacc anrl a nllrro\vcr lislc. rtrclchlrnclisc n oulcl crttl Lrp ltcrc."

Ncrl rlcsign clcrncnts also rnake slroppirrl casicl lol custor.ncrs anrl lcrlucc r-cliartcc on storc cmpl<\'ees. "ALrtlroritr to\\ crs" scattcrccl thnrugli()ut thc storc call attention t0 thc \torc's nrost inrportilnt procluct catcgoncs. shile hon-to uraphics cclucatc shoyrpers ancl leinforcc thc ltlo.jcct c\pcrtisc of thc inrlivirlull rttcntber. Aclclitional grilphics l.rIonIrtc the co op's fre-t- ship-to-stolc ilnlinc scrVicL-s antl pIir atc-labcl Proclucts. "The store rr orks hlrrrlcr lrrrtl thc rrcnt ber still scts crc(lit lirr-crccllcnt scrvicc-." sairl K irrrblll.

"lJclorc. if you'cl blinclt'olclecl s()nrconc uncl n'alkccl thcrn int<t thc storc. tlrc\ rvoulcl ncvel knou., it rr as orrrs." suirl SLrllivan. -'Norv. rvhcn vou u ulk insrrlc. the signs all sa) 'Sullir arr'. ancl f arrilv pltotos tcll our stort ancl sl.rou le'rc paft ol'lhc conr rnr-rnin."

"Thc grapltics antl photorrlphl' ccl cblate the local nrcnrbcr's hislor'\ us u tnlstccl flicnri unrl I)rrftncr in tlrc eorn tt'tunttr." saicl Kirrrbull. ''Thcr ulso hclp rncnrbcls l)ronrotc thc aclr iurlilgcs ol'thcir associutiorr u ith [)o it f]cst."

MEMBER-BRANDED stores colors and buildinq materials give ndividua retailer's name and logo star billing, with choices in that reinforce the store s connect on to the local communit

FULLY BBANDED stores are hiohliohted bv a bold red band that 0rovdes a strikino contrast with the building's white, corrugated rietdi pane s

CO-BRANDED stores use red and blue to h ghl ght the equity of the individual members. who can incorporate their own brand colors and details